Target Market
The median age of a Toyota consumer was, as of February 2007, 54 years old. Comparatively, Scion's average buyer age is the lowest in the industry, at 39 years old.
Initially, Scion's first two cars (the xA and xB), while unusual for American roads, have been well received among consumers not interested in standard entry-level vehicles. The tC was also well received with brisk sales.
The best selling year of the marque since introduction was 2006 with 173,000 vehicles sold. But sales slid since then to 57,961 vehicles in 2009. By 2010, the tC has become the mainstay of the brand, accounting for over 40% of all Scion sold since the brand was established. In the U.S., sales of the xB have been dropping after the introduction of the second generation, from a peak of over 60,000 to 17,017 in 2011; sales of the xD fell to 9,573 in 2011 from 32,603 in 2006.
Read more about this topic: Scion (automobile)
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